I recently had the privilege of moderating a panel of research professionals at the Canadian Market Research Conference (MRIA).  Our topic focused on how insights leaders – whether agencies or enterprises – are transforming the insight function and their deliverables to meet the evolving needs of the enterprise client.  Here are some highlights from our panel conversation: 

  • Leaders are challenging the status quo. These panelists are making changes and having an impact on their respective organization.  Across the spectrum of large to mid-sized enterprises, these participants see their role as being an insight integrator, a research champion and a change agent.
  • Data quality and research integrity are table stakes. Less time is spent explaining the “nuts and bolts” of the research, yet expectations are high for research integrity and validity.
  • Storytelling and visualization have gone mainstream. Participants are utilizing a number of approaches to “tease” out the story. For example, Lisa De Lima from Loyalty One creates the report framework and story while she creates her questionnaire. She’s a visual learner, and it is easy for her think this way. Others on her team dig into the data to craft their story. So being flexible is key.
  • Interactive dashboards are gaining popularity as part of the reporting mix. Allowing insights “access for all,” as well as flexibility & efficiency are key drivers in using dashboards to distribute information in a timely manner.
  • Data continues to be in silos. Integration continues to be a challenge, and it will take partnering both internally and externally to achieve a goal of having a “single source of intelligence.” Two of our panelists talked about integrating viewpoints from sales and operations to enrich the insights and gain greater organizational buy-in. Others are pushing for greater access to sales and marketing data.

One last point from our panelists. Amy Davies, from Acklands-Grainger said, you have to be passionate about your work and it makes a difference. People take notice of you, your team and the insights.”

May you find inspiration and passion in your work this week!

Many thanks to our panelists: Maelyn Angulo, Manager of CX Strategy, Capital One; Kyle Davies, Director of MR, Brand Brand Loyalty; Amy Davies, Head of Insights, Acklands-Grainger; Lisa de Lima, Associate Director of MR, Loyalty One; and Phil Scrutton, VP of Shopper Insights, BrandsSpark Intl.

Beth Rounds

Beth Rounds

Chief Marketing Officer at Dapresy
Beth Rounds recently joined the Dapresy team in 2017 with many years of experience in the market research industry. She is passionate about building brands where innovation, technology and research connect.
Beth Rounds
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